Dunhill's Over Facebook & Hates Twitter, But They'd Love an 8th Day of the Week

Dunhill's just launched a new curated content site, but unlike everyone else's pretty new sites — Art of the Trench, J'aime mon Carre, Gucci Eyeweb — you can't really play, just watch. That's not necessarily a bad thing, as long as there are enough pretty things to look at. Day 8 (named for the desire for an extra day of the week) was created by a small marketing team within Dunhill's home-base, so the stories and videos posted to the site must first interest or excite the members of said team before attempting to intrigue you. Though Dunhill's head of worldwide marketing Jason Beckley was quick to point out that they don't want to "bombard people with irrelevant information."

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The brand does have an obligatory Facebook page, but Beckley said "I don't really care if I have 1 million Facebook fans." He doesn't care about Twitter either, he says he hopes this will do the brand a greater service than just releasing bits of inside information and fun anecdotes.

Day 8 is essentially a blog — you can scroll through expert opinions on a beautiful guitar store on Broome Street or watch artist Harold Riley discuss some of his unseen sketches. It's a good-looking site, with some interesting content, but if you're sucked into the brand and actually want to buy something (or comment on what you've seen), you'll still have to click elsewhere. Your opinion's not particularly welcomed, and there's absolutely no user-generated content or sharing capabilities. So the question remains, will anyone visit? And will it survive the ever-growing online market for luxury brands in which loyal shoppers can do, see, read and buy everything at once?